10 CRO Tips and Tricks for Better Landing Page Results from Industry Leaders
by Ron Dod
Home | Blog | 10 CRO Tips and Tricks for Better Landing Page Results from Industry Leaders
Conversion rate optimization: It’s the lifeblood fueling every eCommerce brand’s growth and expansion. Without understanding how to harness this powerful process, your organization is almost certainly doomed.
For this reason, retailers must learn to master and apply leading CRO best practices to various landing pages and website destinations to contend in the ever-more competitive eCommerce arena.
To accomplish this, you could turn to the seemingly infinite ocean of online articles on the subject; however, a good percentage of those are simply carbon copies that echo the same surface information again and again.
To help you cut through the noise and sink your teeth into more substantial wisdom for guiding your landing page efforts, we turned to some of the industry’s most prominent authorities to find how to best maximize landing page conversion results.
Tired of tinkering with under-optimized web pages that generate more bounces than leads or sales? Then check out the preeminent landing page CRO tips, tricks, and techniques shared below.
Robbie Richards – Start Small
“I always start with the low hanging fruit. Specifically, I’ll look at the pages/posts on the site that are already getting a decent amount of organic traffic and look for elements that could be improved. This data is easy to capture by looking in Google Analytics at the Site Content >> Landing Pages report.
Export the report and add conditional formatting so you can quickly identify which pages have the highest amount of organic traffic, but lowest conversion rates. This is where you want to start running tests.
There could be any number of questions to ask, tests to run and hypotheses to create. But, I always start with the low hanging fruit because that’s where minor changes can have an immediate impact.” – Robbie Richards, Blogger at robbierichards.com and Digital Strategist at Royal Jay.
A lot of marketers think that when they need to optimize a landing page, they need to reinvent the wheel. This simply isn’t true; in fact, it’s often overkill.
By analyzing the landing pages which generate a decent amount of traffic and refining their focus, huge gains can be made with minimal effort.
Chris Garrett – Understand Your Audience
“The biggest thing that boosts conversions that I have found is attracting the correct audience. People focus so much on the sales copy, the buttons, colors and images, without thinking about WHO they are selling to. Where are they in the buyer’s journey? What are their biases? Where and when are you reaching them? What information do they need? What are their objections?” – Chris Garrett, Chief Digital Officer at Rainmaker Digital.
Chris points out one of the most fundamental truths in all of marketing: You must intimately understand who you are selling to. Without knowing this, it’s almost certain that you’ll miss the mark.
This can be accomplished in a variety of ways: Craft customer personas, send out Voice of the Customer surveys, uncover demographic information and keywords with social listening campaigns, analyze your best content to see what piques interests, and so forth.
Paul Boag – (Lack of) Speed Kills
“If I could do only one thing to improve a [page]’s conversion rate, I would focus on performance . . . A one-second delay in page load typically causes a 7% drop in sales, and 79% of users who are dissatisfied with performance are less likely to buy from a site again . . . Start investing in optimising your [landing pages] for better performance.” – Paul Boag, User Experience Consultant, speaker, and author of User Experience Revolution.
Here’s the thing: Page speed is an absolute necessity in today’s digital ecosystem. The fact is that 40% of visitors will leave a page that doesn’t load within 3 seconds or less; on mobile, that number jumps to 53% of consumers.
When speaking to conversion rate optimization efforts, speed is an intrinsic aspect to address.
Josh Garofalo – Craft Compelling Copy
“You would be forgiven for thinking that copywriters spend most of their time writing copy. The word suggests that’s all we do, and the plethora of inexpensive copywriters with quick turnarounds times reaffirm this myth.
But any copywriter worth their weight in Bitcoin gets excited when it’s finally time to write because it means their job is almost done. That’s right, there is so much work that needs to be done before you get your copy.
Your product is one of many solutions to a problem — so you need to position yourself in such a way that you stand out to a certain customer. Your product is bought by real people who think, feel, and speak a certain way — you need to write in a way that resonates with this audience. You have made attempts to sell to this audience before — you need to understand what did and didn’t work and why. There are a number of research questions that need to be answered before copy that actually sells can be written.”–Josh Garofalo, SaaS Copywriter and Conversion Optimizer for Sway Copy.
This tip harkens back to the imperative need to understand your audience. By conducting the research needed to comprehend your potential consumers, you will gather data that helps you identify sticky copy for your landing pages—words and phrases used by your audience that can be converted into action items. This is how you leverage verbiage to drive a CRO blueprint in the right direction.
Noah Kagan – Carefully Consider Placement
“Be extremely intentional with above the fold of your [landing pages]. It is the PRIME real estate. Instead of a fancy stock photo, use a clear CTA to generate leads or sales. Finally, keep testing different CTAs to improve the bottom line.” – Noah Kagan, Founder of AppSumo and Sumo.com.
Plainly put, if your landing page doesn’t grab prospects’ interest from the moment they land, you’ve probably already lost them.
Use this space to immediately guide visitors toward their goal when clicking through to your page.
Jordie van Rijn – Capture Consumers with CTAs
“One of the most common mistakes in marketing optimization is confusing visits with potential buyers. You cannot get a sale if a visitor is not interested at that exact moment. So, what to do with those not interested in your product right now, but possibly later? Would be a shame to let them go.
Add a secondary call to action. Make sure capturing those profiles is your secondary conversion goal and ask for an opt-in. Think about an exit intent pop in or a gated value offer. Then start lead nurturing and guide them through marketing automation with a follow-up sequence of automated marketing messages. In other words; be sure to close the leaks in your funnel, starting at the top.” – Jordie van Rijn, Email Marketing and CRM Consultant.
No matter how well-optimized your landing pages are, the fact is that you’re just not going to convert every visitor into a customer.
That, however, doesn’t mean that you must lose them as a customer forever. By implementing an exit popup or offer, you can collect a visitor’s personal data and then re-enter them into your marketing funnel.
This helps ensure that you lose out on as few conversions as possible.
Mark Porter – Focus Your Efforts
“One of the first things you should do is analyse your landing page and really scrutinise the ratio of interaction points on the page (such as links) to the number of calls-to-action. A targeted landing page should ultimately have one conversion goal and one corresponding call-to-action, meaning the attention ratio is 1:1, or 1 link and 1 goal.
A poor attention ratio can distract users and split their attention between different elements, impacting conversion rate. Cutting down on choice helps avoid indecision and can result in a nice uplift in conversion rate with very little effort.” – Mark Porter, Senior SEO Manager at Screaming Frog.
Too often, eCommerce brands produce landing pages that try to drive customers in an abundance of directions. While it might seem wise to try to capitalize on the visit, this is counterproductive for conversion rate optimization.
The paradox of choice is a psychological concept that dictates that when people are presented with too many options, they tend to not decide at all.
Your landing page attracted a visitor for a sole reason; they clicked through because an ad or link made a certain promise for what they would find. Focus on that single obligation, and your landing page’s conversion rate is likely to see a hike from this simple aim.
Mona Elesseily – Streamline Your Content
“Removing page elements can be just as effective at increasing conversions as adding or tweaking elements on a page.” – Mona Elesseily, Marketing Columnist / Vice President of Online Marketing Strategy at Page Zero Media.
Even if you focus your landing page to target a singular purpose, that by no means indicates that it is free of clutter.
To craft an effective landing page that converts visitors, it not only needs to be focused, but it needs to be streamlined. This means that it does not incorporate any unnecessary elements or extraneous language. A near-minimalist design should serve to clearly point consumers to the next step you want them to take.
If your page is full of links, videos, text, various CTAs, more videos, coupon codes, and other distractions, users will likely bounce before taking the desired action.
John Lincoln – Don’t Neglect Mobile
“My favorite conversion rate optimization tip is a mobile-focused strategy. What I like to do is find the main purpose of the page that the mobile user wants to interact with. And after that, I create easy tap targets at the top of the page that basically act like static navigation. This allows the user to quickly click on the action they are looking for. Each time I have done this I have seen at least a 50% increase in conversion rates on that mobile landing page.” – John Lincoln, CEO of Ignite Invisibility.
In case you haven’t caught on, mobile is the future of everything digital. Google has shown that it is keenly aware of this fact with its various mobile-first initiatives, such as its Accelerated Mobile Pages and mobile indexingprojects.
Bottom line: Landing pages must be optimized for mobile. If not, you are failing to cater to a massive chunk of potential customers.
Katherine Sullivan – Testing Is a Must
“Test everything – While a simple A/B test is industry standard, take it farther. Test sales page copy, buttons, colors, calls to action, layout, and headlines. Let your audience tell you what works . . .” – Katherine Sullivan, CEO of Marketing Solved.
Testing is a fundamental tenet of digital marketing. Without testing, conversion rate optimization simply isn’t possible, as that goes against the very definition of “optimization.”
For every tip put forth by these experts, you should be creating several iterations of the various elements that go into your landing page to figure out what resonates most with potential prospects. There are a variety of A/B testing tools that can help you accomplish this task.
Creating a powerful CRO strategy isn’t rocket science. It is, however, an undertaking that requires attention, dedication, patience, and perseverance.
This expert advice should be more than enough to help you establish a plan for optimizing your conversion rates for increased clicks, leads, and sales. Begin putting this information into practice, and your business will reap what it sows.
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Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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